Bigger than expected
If there's one brief I hate yet secretly love it's the low budget DM brief.
The kind of brief where you have enough money for a postcard or letter and that's about it.
The challenge to produce something noteworthy with a brief of this type is huge.
Which is why I hate them yet love them.
This campaign for Nissan Tiida by TBWA Dusseldorf is a great example of how to do more with a simple letter and envelope.
The proposition was essentially that the Tiida was a lot bigger inside than it looked from the outside.
It's a bit hard to see how nice this idea is as the photo isn't great, but essentially what looks like a standard A4 letter folds out way beyond that.
The letter reads when folded and cleverly incorporates new copy as it unfolds.
Shame we couldn't get a better look at it.